Tutorial 5: Commercial Contracting

Tutorial Overview

This tutorial introduces the commercial side of sports law by examining how sporting organisations convert rights into revenue through contracts. You'll explore the legal frameworks that underpin sponsorship agreements, licensing arrangements, and the commercialisation of intellectual property in sport.

Building on the contractual principles from Module 3, this session shifts focus from athlete contracts to commercial agreements — examining how rights holders, sponsors, and broadcasters negotiate and structure deals that drive modern professional sport.

Materials & Resources

Pre-reading & Preparation:

• Watch Lecture 9: "From Right to Contract" (60 minutes)
• Review the commercial case studies and agreement examples in Module 5
• Consider how the contractual principles from Module 3 apply in the commercial context

Related Module: Module 5: Commercialising Sports Rights

Connection to Course

This tutorial opens the final module of the course, shifting from regulation and integrity to the commercial dimensions of sport. The contractual principles you explored in Tutorial 3 (player contracts) apply directly here, but in a different context — commercial agreements between organisations rather than between athletes and clubs.

The skills you develop here — identifying key contractual terms, understanding commercial risk allocation, and analysing intellectual property provisions — form the foundation for Tutorial 6, where you'll examine media rights and sponsorship in greater depth, and for Assessment 2 (Sponsorship Review & Analysis).

Discussion & Questions

Have questions about this tutorial or the course? Head to the Discussion Forums on eLearning to connect with other students and your lecturer.